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Rose Barbalace pinkdawn@rulmail.rutgers

What do they think of us? Rutgers University Libraries Brand Assessment Study VALE Assessment Fair 2014. Christine Wolff christine.wolff@rutgers.edu. Rose Barbalace pinkdawn@rulmail.rutgers.edu. Why Assess Brand?. Brand identity:

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Rose Barbalace pinkdawn@rulmail.rutgers

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  1. What do they think of us?Rutgers University LibrariesBrand Assessment StudyVALE Assessment Fair 2014 Christine Wolff christine.wolff@rutgers.edu Rose Barbalace pinkdawn@rulmail.rutgers.edu

  2. Why Assess Brand? Brand identity: The space you’ve captured in the minds of customers; it’s all the things that come to mind, all of the expectations they have when they hear the words Rutgers University Libraries

  3. Need for Re-Assessment • New technology • Change in user population • Is our brand still valid after since the last brand assessment 5 years ago? • Will new brand themes emerge?

  4. Gathering New Data Sample of 437 Counting Opinions User Satisfaction Survey comments were extracted from FY 2013 responses Comments were coded for the following aspects: • Higher education focused • Enriching knowledge • Essential service • Friendly service • Technology (new category) • Library as quiet place (new category) • Interlibrary loan (new category) • Collections (new category)

  5. Gathering New Data Existing brand identity still held relevancy in “friendly service” and “enriching knowledge” Feedback on “technology” and “collections” categories showed a strong need to include these aspects in a new brand identity

  6. Methodology • Survey design • IRB approval process • Survey distribution • General distribution • Facebook • Twitter • Student distribution • Asked Deans and Program Directors to distribute to their students • Faculty distribution • Asked Deans and Program Directors to distribute to their faculty • Asked library faculty to reach out to their respective faculty liaisons

  7. Methodology *Some schools listed on the New Brunswick campus are also part of Rutgers Biomedical and Health Sciences and are listed under both headings.

  8. Participants • 1,643 total respondents • 701 undergraduate students • 517 graduate students • 425 faculty

  9. Participants

  10. Overall Results What words come to mind when you think of RUL?* *Responses were weighted to appropriately represent the composition of the university population.

  11. Overall Results Please indicate how strongly you agree or disagree with the following statements.*[1 = strongly disagree; 5 = strongly agree] *Responses were weighted to appropriately represent the composition of the university population.

  12. Findings: Segmentation • Distinct groups within Rutgers University • Undergraduate students • Graduate students • Faculty

  13. What words come to mind when you think of RUL?

  14. Next Steps • Develop a brand identity and corresponding message • Share results of the assessment and promote the new brand identity internally • Promote the brand externally  Tell users what they can expect from the Libraries

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